Doritos Dinamita

The objective

Igniting mass cultural buzz around Doritos Dinamita snacks

Doritos Dinamita, a growing fan-favorite in snacking aisles worldwide, has built a reputation for tasty tortilla chips that pack a flavorful punch. This time, they set out to introduce its bold and spicy snack line to a younger, highly engaged TikTok audience while highlighting its vibrant brand personality and unique product offerings, including rolled chips and new ‘Sticks’ flavors. To generate excitement with Gen-Z and Millennial audiences on TikTok and encourage product sampling of the new flavors, Doritos® Dinamita® tapped into TikTok’s diverse creator-led communities, leveraging the platform’s unique ability to drive cultural buzz.

The solution

Spicing up brand storytelling with two creator campaigns and a TikTok Marketing Partner

Doritos Dinamita understood that success on TikTok requires authenticity and attention-grabbing entertainment. In partnership with Popular Pays—a TikTok Marketing Partner—Doritos Dinamita launched two dynamic, creator-driven initiatives that combined creative storytelling and creator authenticity with TikTok’s discovery potential to achieve remarkable results.

The first approach, a large-scale creator initiative, tapped 88 Gen-Z TikTok creators to showcase Dinamita’s “intensely unhinged” personality. These creators unleashed their creativity with chaotic snack recipes, unhinged confessions, and over-the-top reactions to the snack’s bold and spicy flavors. By encouraging duets, shares, and comments, the campaign and its creators leaned into TikTok’s organic features to foster engagement. Each creator produced one TikTok video that was then transformed into a Spark Ad to boost its reach.

The second initiative introduced Dina and Mita, a quirky and disruptive brand ambassador duo who took over TikTok feeds in unexpected and hilarious ways. To bring the campaign to life, Popular Pays enlisted six TikTok creators, including @octopusslover8, @Cost_n_Mayor, @sofiedossi, @alejandrorozario, @mitsy270, and @latryguy, who each brought their unique style and audience to the table. Execution was key: within 48 hours, Dina and Mita traveled to each creator’s home to film personalized content, ensuring high-quality, authentic output in record time. As viewers scrolled through their For You pages, they were greeted by Dina and Mita “crashing” the creator videos that otherwise seemed normal. Whether trading hilarious one-liners or chasing their beloved snacks, Dina and Mita added personality and charm to each video. Several of those videos were then turned into Spark Ads, promoting the content to a broader audience while maintaining the authenticity that TikTok communities crave.

By featuring real people, like creators and lovable brand mascots Dina and Mita, Doritos Dinamita effectively injected authenticity and fun to deepen its brand storytelling and generate buzz for its snacks. Across both Doritos Dinamita campaigns, Popular Pays’ expertise ensured a balance of creative chaos and precise execution. The use of Spark Ads and TikTok’s video view optimization solution further amplified the reach and impact of the content, driving measurable engagement and cultural resonance.

The results

Sweet success

Doritos Dinamita didn’t just launch its campaigns; it exploded onto TikTok with energy, agility, and innovation. The combined campaigns delivered extraordinary success, achieving 91 million views and over 537,000 engagements on TikTok. Whether through quirky ambassadors Dina and Mita’s surprise appearances or bold creative content from 88 creators, the campaigns established Dinamita as a must-try snack with cultural relevance. With a video view rate of 11.63% on ads—11% above benchmarks—the campaigns exceeded expectations and showcased the effectiveness of creator-led storytelling. By harnessing the power of creativity, strategic partnerships, and TikTok communities, Doritos Dinamita became more than just a snack; it became a cultural phenomenon.